Wesson Mother’s Day
Social-Led, Online Campaign
For Mother’s Day, Wesson launched an online-only, social-led campaign centered on a quieter truth: many mothers carry everything themselves, often in isolation. The campaign aimed to gently remind mothers that it’s okay — and necessary — to ask for help.
I led end-to-end art direction for the campaign in partnership with a Creative Director, bringing the idea to life across film and paid social.
My role
Led art direction from concept through final execution
Art directed the campaign film and supporting stills
Designed paid social ads that extended the narrative beyond the hero film
Partnered closely with copy, production, and post
The Idea
Mothers aren’t meant to do everything alone. Asking for help is an act of care.
Rather than celebrating mothers as endlessly self-sufficient, the campaign acknowledged the quiet loneliness many experience. The work focused on moments where support is needed — and welcomed — reframing care as something shared.
Paid social executions leaned into storytelling through imagery, carrying the campaign’s message into feed-based formats while maintaining warmth, clarity, and emotional continuity.
